This is interesting. WK is trying to advocate for an end to the kind of loss-leading online discounts that retail store owners hate so much, for the simple reason that "[i]t leaves money on the table." WotC has never mounted a campaign like this, to my knowledge, even though this kind of thing certainly goes on with booster boxes. Why is WizKids suddenly interested in doing retailers a favor, after lowering their discount back in the spring? And why make a move that could be perceived as hurting the customers' bottom line, when the suggested retail prices for boosters (across all their games) are going up?